After Shock is looking to diversify from the down-in-one sector with the launch of a range of "shooter cocktails". The cinnamon-flavoured brand, a leading player in the growing shots category, is to be pushed as a credible ingredient in shooters, cocktails and long drinks.
Owner Maxxium UK's in-house mixologist Wayne Collins has devised a range of 15 "Shocktails" with five different concoctions allocated to each After Shock variant - Hot and Cool Red, Deep Cool Blue and Thermal Bite Green.
Maxxium UK's senior marketing manager for After Shock Emma Scaratt said: "We want to dispel the myth that After Shock is hard to use in a cocktail.
"After Shock provides a challenging flavour and sensation that, when mixed with the right ingredients, can make a great alternative to the traditional shooter. Maxxium UK continues to ensure After Shock sets the standards for innovation in this highly competitive sector."
More than a thousand Shocktail kits have already been issued to bars nationwide. The kits contain After Shock branded glassware, branded menus, point-of-sale material and easy-to-follow instruction cards on how to perfectly prepare each cocktail in the new range.